Dr. Mathias Streicher

Assistant Professor

Scientific Director Retail Lab
University of Innsbruck - Faculty of Business and Management

Department of Strategic Management, Marketing and Tourism

Universitaetsstr. 15
6020 Innsbruck
Email: mathias.streicher@uibk.ac.at
Tel. ++43 (0) 512 507 72503



Mathias Streicher has earned a diploma degree on business administration at the LMU Munich and a PhD in Marketing at the Leopold-Franzens-University in Innsbruck. Since 2010 he is a member of the marketing faculty at Leopold-Franzens-University where he worked until 2015 on his PhD thesis "The Role of Sensorimotor Perceptions in Shaping Product Evaluations and Brand Choice" (Chairs: Hans Mühlbacher, Innsbruck and Bernadette Kamleitner, WU Vienna). Mathias is also a collaborating member of Prof. Krishna's Sensory Marketing Lab at the University of Michigan.

Areas of Research:
  • Consumer Behavior
  • Shopper Marketing
  • Sensory Marketing
  • SE Retail Management II (Advanced Course)
Journal Publications:

Estes, Z., and Streicher, M. C. (2021). Getting a Handle on Sales: Shopping Carts Affect Purchasing by Activating Arm Muscles. Journal of Marketing.

Streicher, M. C., Zachary Estes, and Oliver B. Büttner (2021), "Exploratory Shopping: Attention Affects In-store Exploration and Unplanned Purchasing“. Journal of Consumer Research.

Reitsamer, B., M. C. Streicher, and Teichmann, K. (2020) Sensorimotor Experiences in Servicescapes Predict Attitude Formation Through Memory Dynamics: A Longitudinal Study, Psychology and Marketing

Streicher, M. C. and Estes, Z. (2016). Multisensory interaction in product choice: Grasping a product affects choice of other seen products, Journal of Consumer Psychology.

Streicher, M. C. and Estes, Z. (2015). Shopping to and fro: Ideomotor Compatibility of Arm Postures and Product Choice, Journal of Consumer Psychology.

Streicher, M. C. and Estes, Z. (2015). Touch and Go: Merely grasping a product facilitates brand perception and choice. Applied Cognitive Psychology, Vol. 29(3), 350–359.


Awards and Research Grants:

2021 Emerging Scholar Award, American Marketing Association, Special Interest Group Retail & Pricing

2019 FFG Innovation Grant (with Oliver Koll & Philipp Jaufenthaler) – € 10.500

2013 Best Paper Finalist, Association of the German Market & Social Researchers (BVM)

2012 University of Innsbruck Grant for Junior Researchers – € 3.266

2011 Aktion D. Swarovski & Co. Research Grant – € 2.000

News and Media:

Harvard Business Manager (2022): Trizeps aktivieren, Geld sparen 

ARD Show „Wer weiß denn sowas?“ (2022) Quizfrage zu Einkaufswagen 

The Daily Mail (2021): How putting side handles on a shopping trolley could make you spend more money (and it's all to do with the science of wheelbarrows)
Merkur (2021): Supermarkt: Wer mit dem Bizeps schiebt, gibt mehr Geld aus

Science Daily (2020), “Eyebuy: Sweeping glances can 'cost you money'”.

Die Presse (2020), “Ungeplante Einkäufe verdoppeln sich“.

APA (2020), “Studie: Aufmerksamkeit von Konsumenten leicht beeinflussbar“.

Tiroler Tageszeitung (2020): „Läden sollen Kunden zu größerem Einkauf verleiten“.

Science Daily (2017), “We buy what we grasp: How our hands lead us to choose certain products”.

Wissenswert (2016): “Augen auf beim Einkauf“.

ORF 2 (2016), “Heute Konkret: Haptik im Marketing” (TV interview).

Wissenswert (2013): “Marketing das unter die Haut geht“.




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